Sports sponsorships to hit 13.24 billion by 2011

While online and mobile channels are emerging as increasingly viable ways to deliver sports content, information and advertising to sports fans, traditional media make up the core of the sports marketing economy and will continue to grow through 2011. Using data from the IEG Sponsorship Report as a benchmark, eMarketer estimates that sports sponsorship spending in North America will rise to 13.24 billion by 2011, up from 8.94 billion in 2006.

The IEG Sponsorship Report estimates that sports sponsorship spending in North America will represent two-thirds of the projected 14.93 billion that will be spent on all sponsorships in North America this year.
Sports' share of this pie has not changed by more than a few percentage points since 2001, and IEG expects that this category will continue to dominate sponsorship spending well into the future.
Of course, old-fashioned television advertising is another key driver of the sports economy. eMarketer estimates that broadcast TV, national cable and regional cable advertising revenues on US sports media will total 10 billion by 2011, up from 8.2 billion this year.

Although traditional channels will continue to make up the lion's share of sports marketing spending, the Internet will grow at a faster rate than any other medium over the next five years, according to eMarketer estimates. By 2011, 10% of advertising revenues on sports media will accrue to sports sites, up from roughly 5% in 2006.

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